Job Description

: Planning Mainline Advertising Position: Planning (Mainline Advertising) Location: Mumbai Industry: Advertising / Creative / Communication About the Role
We are looking for an experienced Planning professional with strong expertise in mainline advertising, consumer insights, and brand strategy. The ideal candidate will have a deep understanding of Indian consumer behaviour-especially in FMCG-and will work closely with creative, account management, and strategy teams to build impactful, insight-led communication.
This role requires a high-level thinker with strong analytical skills, storytelling capability, and the ability to influence senior clients. Key Responsibilities 1. Brand & Communication Strategy
Develop end-to-end brand strategies, comms frameworks, and positioning for new and existing brands.
Identify cultural, consumer, and category insights to shape strategic direction.
Translate client briefs into clear, actionable planning deliverables. 2. Creative Partnership
Work closely with creative teams to inspire and guide big ideas.
Provide strategic rationale for concepts, scripts, and campaigns.
Evaluate creative solutions and ensure alignment with brand objectives and consumer insights. 3. Consumer Insight & Research
Conduct qualitative and quantitative research; interpret data into strategic recommendations.
Track emerging consumer trends, media habits, and competitive landscapes.
Build insight-driven narratives for pitches, brand workshops, and presentations. 4. Client Engagement
Act as a strategic partner to senior clients across FMCG and other mainline-heavy categories.
Present strategies and campaign rationales with clarity and impact.
Lead planning conversations during pitches, business reviews, and project kick-offs. 5. Campaign Evaluation & Effectiveness
Develop campaign KPIs and measurement frameworks.
Work with research and analytics partners to evaluate campaign performance.
Recommend optimisation strategies for long-term brand building. 6. Team Leadership (for senior levels)
Lead and mentor a team of planners and insight specialists.
Foster a culture of critical thinking, creativity, and collaboration.
Guide younger planners in brief writing, research, strategic thinking, and presentation skills.
Qualifications & Skills
15+ years of experience in brand planning/strategy in mainline advertising agencies.
Strong FMCG category experience (mandatory).
Deep understanding of consumer behaviour across urban and rural markets.
Strong presentation, storytelling, and workshop facilitation skills.
Ability to balance creative instinct with analytical rigour.
Experience collaborating with multidisciplinary teams (creative, media, digital, research).
Exposure to brand tracking tools, research methodologies, and market data.
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Skills Required